What cookie-based advertising effectiveness fails to measure
Min Tian, Paul R. Hoban, Neeraj Arora
| Year of publication: |
2024
|
|---|---|
| Authors: | Tian, Min ; Hoban, Paul R. ; Arora, Neeraj |
| Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 43.2024, 2, p. 407-418
|
| Subject: | cookie analysis | cross-channel response | display advertising | field experiments | first-party data | individual effects | retargeted advertising | Werbewirkung | Advertising effects | Werbung | Advertising | Feldforschung | Field research | Online-Marketing | Internet marketing | Experiment | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2023.1453 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014529228